Análisis de factores que inciden en el comportamiento de compra de lencería femenina y su relación con el uso de medios digitales en la ciudad de Cuenca.

Abstract

COVID -19 in organizations motivated an increase in investment and efforts for digital migration. Within the steps taken for that, companies had to accelerate their movements to survive in the market and remain operational virtually, in order to continue serving their customers. In the country, at least 70% used the internet during the pandemic, which represents 10.17 million users and 14 million profiles on social networks. This situation caused changes in purchasing patterns, digital platforms are used more frequently, positioning themselves as one of the main tools for digital commerce. The objective of this study is to analyze the purchasing behavior of women's lingerie and its relationship with the use of digital media in the city of Cuenca. An interview was applied to 4 experts and a survey to 384 potential individuals of both sexes. The results indicated that the majority of online buyers, who are in a range of 26 to 35 years, being their payment preference bank transactions. In addition, most identified that the use of social networks has become of vital importance to promote trade, exchanging information with customers, whose advertising about new trends in lingerie is received through social networks.